SWOT analysis example
Strategy & BrandUpdated: November 7, 2026
SWOT sums up where a business stands in four boxes. Strengths and weaknesses are internal: you can change them. Opportunities and threats are external: you can only prepare for them.
Example: independent bike repair shop
This example is fictional.
| Strengths | Weaknesses |
|---|---|
| Same-day repairs | No online booking |
| Loyal commuter customers | Closed on Sundays |
| Owner is a certified e-bike mechanic | Small workshop, limited storage |
| Opportunities | Threats |
|---|---|
| More e-bikes in the city | Big-box store adding a repair counter |
| New bike lanes near the shop | Rising rent |
| Local companies offering cycle-to-work schemes | Parts shortages and delays |
Turn it into actions
Pair the boxes to get decisions:
- Strength + Opportunity: Market e-bike servicing to new e-bike owners, using the owner's certification.
- Weakness + Opportunity: Add online booking so cycle-to-work employees can book from their desks.
- Strength + Threat: Offer a service plan to loyal commuters before the big-box counter opens.
- Weakness + Threat: Stock the ten most-used parts to reduce delays despite limited space.
Mistakes to avoid
- Lists of 15 items per box. Five is plenty.
- Vague entries like "great service". Write what customers actually notice.
- Mixing up internal and external. "A competitor opened nearby" is a threat, not a weakness.
- Stopping at the table. A SWOT is only useful when it ends in decisions.
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